The Digital Orientation of European SMEs: Initial findings from an International Study

The digital economy has significant influence on business activity and whilst the European Commission recognises that small and medium sized firms (SMEs) form the spine of the European economy there is limited knowledge of the... [ view full abstract ]

The digital economy has significant influence on business activity and whilst the European Commission recognises that small and medium sized firms (SMEs) form the spine of the European economy there is limited knowledge of the adoption of digital technologies by smaller firms. In light of the increasing digitalisation and complexity of markets, the marketing orientation concept now requires re-appraisal.
The purpose of this paper, part of a larger programme of research, aims to develop an understanding of the constituents of a digital marketing orientation amongst European SMEs across four countries. First phase interviews were conducted with Italian, Spanish, British and Maltese SMEs across five different sectors; manufacturing, agriculture, professional services, retail, tourism and leisure and are reported here. Insight has been created in; the environmental factors, the processes for digital technology adoption, current marketing practices and the capabilities and skills required for SME digital activity.
This paper’s contribution resides in identifying cross-business sector themes namely; possessing a digital orientation was seen as positive, B2B firms were less advanced in their measurement of digital activity though both B2B and B2C understood the importance of digital communications activities and there existed consensus on the characteristics of someone with a digital orientation.